(Photo by Takahiro Takiguchi)
Changes are brewing among the infamous ready-to-drink alcohol beverages found at local supermarket and convenience stores in Japan.
Canned alcoholic beverages, including Strong Zero, Strong Cooler, are not only popular among Japanese salarymen but also with young U.S. servicemembers, who call these “9-strong” or “9-banger” due to their high alcohol content. The fizzy, vodka, shochu or whiskey-based beverages are available in a variety of flavors in seven to nine percent alcohol at prices ranging from 100 yen to 300 yen for a 350 to 500 ml can. Among hundreds of options, Suntory’s “Strong Zero” and Kirin’s “Hyoketsu” are two of the most popular products.
(Photo by Takahiro Takiguchi)
(Photo by Takahiro Takiguchi)
(Photo by Takahiro Takiguchi)
In recent years, health officials have been raising alarms about overconsumption of alcohol and its effect on well-being. According to Japan’s Ministry of Health, Labor and Welfare (MHLW) updated guidelines, consuming over 20 grams of alcohol for women and 40 grams for men per day may raise the risk of stroke and cancer. One 500-ml can of strong chuhai is no less than 36 grams of alcohol, nearly doubling the guideline’s warning for women.
Perhaps in the past, the guidelines might not have been enough to convince large breweries like Suntory and Kirin to reduce the alcohol content of their beers and chuhais. However, younger consumers are starting to seek lower alcohol or non-alcoholic drinks and mocktails.
Earlier this year, Asahi and another major brewery, Sapporo, announced they would not be expanding their higher-alcoholic content beverages and instead focus on non-alcoholic beer and low-alcohol ready-to-drink canned chuhais.
I’ve noticed the difference at the shelves in my local convenience store. Though I still reach for my favorite strong chuhai after baths at home, I’ve noticed that even my wife has changed with the times and is enjoying a non-alcoholic version after her bath.
Though end-of-year bonenkai and casual drinking parties in Japan won’t soon lose their popularity and the alcohol will still flow, it might be for the best for health. Whatever you do decide to drink, do so responsibly!
